ADWEEK Brand Advantage: B2B Brands Break Out of the Office Onto the Field

SAS, a data analytics provider, partnered with Liverpool FC as the club's official AI marketing automation partner and brought their collaboration to a Brooklyn rooftop event where fans mimicked former player Natasha Dowie's footwork in a glass booth while SAS's technology analyzed performance and generated scores. SAS CMO Jennifer Chase said the event was "an opportunity to describe what we do in a way that is more relatable and emotionally connective.

A few years ago, a partnership between SAS and Liverpool FC LFC might have seemed an odd fit. Yet, last year, the data analytics provider signed on as the Premier League soccer club’s official AI marketing automation partner. https://www.sas.com/en au/news/press-releases/2025/december/lfc-welcomes-sas-as-global-partner.html This summer, SAS and LFC brought their partnership to a Brooklyn rooftop https://www.adweek.com/brand-marketing/data-giant-sass-deal-with-liverpool-fc-signals-a-broader-b2b-shift/ . There, fans and influencers stepped into a glass booth to mimic former Liverpool player Natasha Dowie’s footwork using a foam ball, while SAS’s tech analyzed their performance and generated a score. It was “an opportunity to describe what we do in a way that is more relatable and emotionally connective,” SAS chief marketing officer CMO Jennifer Chase told ADWEEK.